Introducing the Original Pinsa Romana to the U.S. Market

Di Marco created Pinsa Romana in Italy, but entering the U.S. market required more than introducing a new product. The brand needed to educate American consumers, distinguish Pinsa from traditional pizza and flatbread, and establish an approachable identity capable of supporting both retail and foodservice growth.

Working alongside Marino’s strategy and communications teams, I led the creative development of Di Marco’s U.S. brand presence across packaging, retail, digital, e-commerce, photography, partnerships, and promotional marketing. Guided by consumer research, I developed the brand’s U.S. retail packaging to communicate what makes Pinsa different while balancing its Roman heritage with the clarity and visual impact needed to compete on American shelves. I also oversaw additional product packaging and created point-of-sale materials that helped retailers and foodservice partners introduce the category to new audiences.

I extended the experience beyond packaging through influencer gift boxes, promotional products, social media creative, print materials, and product and lifestyle photography. I also developed Di Marco’s Shopify website and prepared its e-commerce infrastructure for direct product sales, working across internal teams, vendors, printers, photographers, and external partners to maintain a cohesive experience. Most recently, I supported the creative execution of the brand’s partnership with Eataly and National Pinsa Day, helping bring Pinsa to consumers through an integrated retail, experiential, social, and influencer campaign.

Impact

The work helped transform Di Marco from a respected Italian manufacturer into a more accessible and differentiated consumer brand for the U.S. market. The new packaging and supporting retail materials gave the brand a stronger shelf presence while clearly communicating Pinsa’s heritage, versatility, and defining product benefits to consumers unfamiliar with the category.

By connecting packaging, retail, e-commerce, photography, influencer outreach, and strategic partnerships under one cohesive creative direction, we built a scalable foundation for Di Marco’s continued U.S. expansion. Activations such as National Pinsa Day and the Eataly partnership helped move Pinsa beyond product awareness and position it as a distinct culinary category with growing relevance across retail, foodservice, and consumer audiences.